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Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty

Author

Listed:
  • Mohammad Rashed Hasan Polas
  • Asghar Afshar Jahanshahi
  • Md Lutfor Rahman

Abstract

The main purpose of this paper is to analyse the effects of the characteristics of Halal products and the corporate image on Islamic brand loyalty. The relationship between Islamic brand loyalty and customer retention was further researched using survey data of 189 randomly selected Muslim customers of Halal products in Malaysia. The findings confirmed a positive significant relationship between Islamic product characteristics and the corporate image on Islamic brand loyalty. A positive relationship between Islamic product characteristics and Islamic brand loyalty on customer retention was also found. However, the paper didn't find any significant relationship between the corporate image and customer retention, in contrast with the earlier findings.

Suggested Citation

  • Mohammad Rashed Hasan Polas & Asghar Afshar Jahanshahi & Md Lutfor Rahman, 2018. "Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty," International Journal of Islamic Marketing and Branding, Inderscience Enterprises Ltd, vol. 3(1), pages 1-14.
    • Handle: RePEc:ids:ijimbr:v:3:y:2018:i:1:p:1-14
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    Cited by:

    1. Mohammad Rashed Hasan Polas & Valliappan Raju, 2021. "Technology and Entrepreneurial Marketing Decisions During COVID-19," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(2), pages 95-112, June.
    2. Mohammad Rashed Hasan Polas & Ratul Kumar Saha & Mosab I. Tabash, 2022. "How does tourist perception lead to tourist hesitation? Empirical evidence from Bangladesh," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(3), pages 3659-3686, March.

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